GROWN ALCHEMIST - DRIVING GROWTH AND PURPOSE
In 2017, I joined Grown Alchemist as the APAC Head of Digital, where I spearheaded the development of their website on the Magento platform in collaboration with Conversion Digital. My role included launching product lines, including innovative sunscreen and moisturiser formulations, using a robust suite of Digital Marketing strategies across SEO, Paid Search, Meta Ads, and Email Marketing.
Fast forward to 2023, I was invited back by founder Jeremy to lead the APAC business alongside the Head of Retail during the brand’s acquisition by L’Occitane. As Grown Alchemist’s Virtual CMO, I managed the PR team, Paid Media Agency, SEO Agency, and promotional strategies, ensuring consistent growth and smooth operations during this transition.
“Every decision was focused on one goal: keeping Grown Alchemist at the forefront of the skincare market—and we made it happen.”
Defining Moments
Beautifully Brave Campaign
In partnership with Women’s Shelters, I launched the Beautifully Brave campaign, delivering essential funds to support women in need. This initiative exemplified Grown Alchemist’s commitment to social responsibility and significantly contributed to revenue growth.
Seamless Transition Under L’Occitane Ownership
During the brand’s ownership transfer, I worked closely with the New York HQ, ensuring all digital marketing and retail strategies remained on-brand and aligned with global objectives. My role required an intensive two-day-per-week commitment to keep the business thriving amidst the transition.
Key Achievements:
Revenue Growth: Achieved a +48% increase in revenue (April–May 2023 vs. 2022) through the Beautifully Brave campaign.
Conversion Rate: Improved to 3.51%, a +275% increase YoY.
Site Traffic: Increased sessions by +10% YoY.
Recognition: Secured a Vogue Beauty Award for the Grown Alchemist Exfoliator.
“The Beautifully Brave campaign was a standout initiative, combining purpose-driven marketing with measurable results—proving that profitability and impact can go hand-in-hand.”
Collaboration = Success
Partnering with the Head of Retail, I developed a cohesive strategy that united digital and retail efforts. Together, we drove substantial results across multiple metrics while cementing Grown Alchemist’s position in the competitive Australian skincare market.
Looking Ahead
My time at Grown Alchemist demonstrated the power of strategic alignment, innovative campaigns, and partnerships to achieve outstanding results. From product launches to award-winning campaigns, every success reflected a commitment to excellence and growth.